The Gourmet of Marketing Research

Essay by mrssdnUniversity, Bachelor'sA+, March 2007

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AbstractKudler Fine Foods has decided to explore new services which they might offer to their customers. This research examines Kudler Fine Foods and the importance of marketing research as it relates to its strategies and tactics. It will also identify where additional market research is needed. This research shows that market research directly affects the relevance and utility of an organization's marketing plan and recommends that Kudler Fine Foods should take advantage of diligent market research efforts. Also, the writer highlights that building accurate competitive intelligence profiles can lead to more appropriate decisions regarding growth markets.

The Gourmet of Marketing ResearchKudler Fine Foods is a Southern Californian specialty gourmet food store. KFF was founded by Kathy Kudler in 1998 in La Jolla, California. Its primary market is the San Diego metropolitan area and it currently operates three stores within that general area. KFF is based on the premise that there is a market willing to pay a premium for quality gourmet food items that are otherwise difficult to find and to afford.

KFF addresses this need and it intends to continue its expansion in the future into new markets. KFFs' primary format is a facility consisting of approximately 16,000 square feet and seeks anchor locations in upscale shopping centers. KFF markets food products in bakery and pastries, produce, meat and seafood items, condiments and other food products, and cheese and other dairy products. KFF has experienced a significant growth and is now focused on expanding the services through its new marketing strategies. Before beginning this plan, KFF will need to perform research.

Marketing objective markets research is the first step that Kudler Fine Foods must perform in order to increase customer loyalty and profitability. Market research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing...